how to thrive and prosper in the new development summit 2012 · summit 2012 how to thrive and...

www.mequodasummit.com

•JohnSuhler,VeronisSuhlerStevenson

•AndrewPalmer,CabotHeritageCorporation

•GailOdeneal,TheProgramonNegotiation,HarvardLawSchool

•JeffLapin,FarmProgressCompanies

•EdCoburn,HarvardHealthPublications

•DonNicholas,MequodaGroup

AUDIENCE DEVELOPMENT SUMMIT 2012


HOW TO THRIVE ANDPROSPER IN THE NEWPUBLISHING ENVIRONMENT

A TWO-DAY MASTER CLASS

TakeyourdigitalcontentmarketingtonewheightsatourNewYorkSummit

Engage your audience • Increase revenue • Activate your brand

October 23-25, 2012McGraw-HillConferenceCenterNewYork,NY

•DozensofPanelists&CaseStudies•Information-PackedRoundtables•Up-to-DateIndustryBestPractices•New!AudienceDevelopmentWorkshopTuesday,October23

Hosted by Don Nicholas, Mary Van Doren, Norann Oleson and Nancy Horan

FEATURED KEYNOTES AND SPEAKERS:

SUMMIT HIGHLIGHTS

PRE-CONFERENCE WORKSHOP

•AudienceDevelopment•Research•SEOCampaignManagement•Blogging,SocialMedia&User-GeneratedContent

•AudienceDevelopmentAnalytics

INTERACTIVE SESSIONS

•UnderstandingDigitalTrends

•LeveragingDigitalVideo

•LandingPageOptimization

•UsingContenttoSellContent

•EmailNewsletterMarketing

•Marketing&SellingDigitalSubscriptions

•BurningQuestionsRoundtable

•AudienceDevelopmentPowerPanel

•MequodaRocketAwards

Suhler Palmer Odeneal Lapin Coburn Nicholas

DearMequodaColleague,

Theevolutionofwebmarketinganddigitalpublishinghasleftchaosreigninginthemarketplace.Changeisconstant,leavingpublishersscramblingforsolutionsandinsightonhowtobecomesuccessfulinthedigitalage,allwhilecontemplatingwhatthefutureholds.

AsGoogle’salgorithmchangesleavesomepublishersreeling,majorpossibilitiesarebornwiththegrowthoftablets.Themobilityofournewworldbringsanunprecedentedvaluetodigitaldevicesandgivesusachancetodevelopbiggeraudiencesthaneverimaginable.

TheAudienceDevelopmentSummitiscomingthisfall,andleadingwithalineupofpublisherswhoareaheadofthecurve.Thesethoughtleaders,whoaretakingusintothefuture,havealreadybeguntomasterthedigitaltransformationandarenowthinkingaboutwhat’snext.

Inourhighlyinteractivesmall-groupsetting,youwilllearnhowtoppublishingandmarketingprofessionalsaremakingimpressiveprogressallwhilepreparingtheirorganizationsforthenextbigindustrychanges.

Gearedforpeoplewhoarelookingformorethanthebasics,youwilldiscoverwhat’snextfordigitalpublishers,currenttrends,andinsightonwhattotest.Learnfromindustryleaderswhoaremovingforwardsuccessfullyintheconversiontodigital.

Andbestofall,leavetheSummitwithnoquestionunanswered.TakeadvantageofyourdirectaccesstotheexpertiseofourSummitpanelistsandspeakers,andaskthemspecific,openquestionsinagroupsetting.Thisallowseveryoneintheroomtobenefitfromtheextensiveknowledgesharedbyandbetweenattendeesandspeakers.

Sure,Icantellyouhowexceptionalthisprogramis,butthetruthis,nothingcomparestoexperiencingitforyourself.That’swhyIencourageyoutoregistertoday.

IhopetoseeyouinNewYork.

Kindregards,

DonNicholasCEO,MequodaGroup

P.S.Youcanregisteronlineatwww.mequodasummit.com.P.S.S.DoyouhavequestionsabouttheSummit?PleasegiveKimMateusacallat(866)713-1005.

ADVISORY BOARD ORGANIZATIONS

ActiveInterestMediaAmericanQuarterHorseAssociationAspireMediaBiblicalArchaeologySocietyBusiness&LegalResourcesCapitolInformationGroupCeramicPublicationsCompanyTheDarkIntelligenceGroupDestinAsianMediaGroupFarmProgressCompaniesHarvardUniversityTheMotleyFoolMeredithCorporationMPLCommunicationsNaturalHealthAdvisoryInstitutePrimePublishingProvidencePublicationsPsychotherapyNetworkerRodaleInc.TheSuccessfulInvestorVibrantNationVidaySalud

MequodaGroup•40WarrenStreet,3rdFloor•Charlestown,MA02129•(866)713-1005

PRE-CONFERENCE WORKSHOP TUESDAY, OCTOBER 23, 2012

8:00AM Continental Breakfast and Registration

830AM Welcome and Introduction DonNicholas,CEO,MequodaGroup

9:00AM Audience Development Research

10:30AM Morning Break

11:00AM SEO Campaign Management

12:30PM Luncheon

1:30PM Blogging, Social Media & User Generated Content

3:00PM Afternoon Break

3:30PM Audience Development Analytics

5:00PM End and Go to Bar for Drinks!

WEDNESDAY OCTOBER 24, 2012

8:00AM Continental Breakfast and Registration

830AM Welcome and Introduction DonNicholas,CEO,MequodaGroupMaryVanDoren,ChiefCreativeOfficer,MequodaGroup

9:00AM Opening Keynote Address Digital Media Trends 2013

JohnSuhler,FoundingPartner&President,VeronisSuhlerStevenson10:00AM Leveraging Digital Video


11:15AM Panel Discussion Landing Page Optimization

12:15PM Lunch

1:45PM Afternoon Keynote Address Using Content to Sell Content AndrewPalmer,VPMarketing,CabotHeritageCorporation

2:45PM Panel Discussion Email Newsletter Marketing

3:45PM Afternoon Break

4:00PM Panel Discussion Marketing Digital Subscriptions

5:00PM End

THURSDAY, OCTOBER 25, 2012

9:00AM Burning Questions Roundtable


11:00AM Audience Development Power Panel

12:00PM Rocket Awards

12:30PM Summit Concludes

ABOUT DON NICHOLAS

DonNicholas,CEOofMequodaGroup,specializesinnewbusinessdevelopmentandorganizationalmanagement.Overthepastthreedecades,Donhasguidedthedevelopmentofhundredsofwell-knownmediabrandsandservesontheboardsofSIPAandAspireMedia.

ABOUT ED COBURN

EdCoburnisthePublishingDirectoratHarvardHealthPublicationsandthenewExecutiveDirectoroftheMequodaAdvisoryBoard.InthisrolehehelpsboardmembersfromMequoda’sGoldMembercompaniescreatetrainingprogramsthatarebeneficialtotheirorganizationandMequoda’slargerconstituencyofmorethan57,000subscribers,fansandfollowersaroundtheworld.

ABOUT NORANN OLESON

AsMequoda’sAnalyticsProgramManager,NorannisresponsibleforpreparingandupdatingtheMequodaproprietaryAudienceDevelopmentAnalyticsSuitefordozensofpublishers.Inthiscapacity,sheperformsresearch,createsreports,andanalyzesresultsforbothB2BandB2Cpublishers.

ABOUT MARY VAN DOREN

MaryisChiefCreativeOfficerforMequodaGroup,leadingtheCreativeServicesteamindevelopingpremium,results-orientedcopyanddesignfordozensofclients.SheisalsoresponsibleformaintainingthequalityandSEOoftheMequodawebsite,anddevelopsandmaintainsallMequodaGroupmessaging.

ABOUT NANCY HORAN

AsMequodaGroup’sSystemsDirector,NancyworkswithclientsintheMequodaSoftwareServicesgrouptomanage,design,buildanddeliverbestpracticeMequodaOnlineMarketingSystems,andalsorunsMequoda’swebsite

AGENDA

AudienceDevelopmentSummit2012 3

AUDIENCE DEVELOPMENT BASICS & BEYOND

Writing,producingandsharinghighquality,opencontentisakeystrategytobuildingarobustonlineaudience.

Yourtargetmarket,alongwithGoogleandtherestoftheopenweb,expectsyourcontenttobewidelyavailable,

easytofindandeasytoread.Inthisone-dayworkshop,you’lllearnhowtoexploretheinformationneedsofyour

marketandhowtotapdirectlyintothatdemand.You’lldiscoverhowtousecontentasthenexusofyourorganic

marketingeffortsinordertogrow,buildandmaintainalargerdigitalaudience.You’llwalkawaywithanunder-

standingofthemetricsandactivitiesthatcanhavethebiggestimpactonyourcompany’sdigitalgrowth. The workshop is organized into four sessions:

•Audience Development Research: Finding & Quantifying Your Online Audience: Thisisthefoundationalprogramforkeywordresearch.LearningthetricksandinsightsoftheGoogleKeywordTool,andhowit’susedforgaugingyouraudience’sinformationneeds,willbekeytoyouroverallmarketingsuccess.Effectivekeywordresearchrepresentsthecoreofallorganicmarketingactivities.Thishands-onworkshoprevealsthecapabilitiesoftheGoogleKeywordToolandshowsyoufirsthandhowtousethetooltogainacompetitiveadvantage.

•SEO Campaign Management: Creating a Content Marketing Nexus:Asanaudiencedevelopmentprofessional’sbestfriend,SEOCampaignManagementprovidesyouwiththeultimatestrategyforincreasingvisibility,emailconversionsandrevenuethroughsearchengineoptimizedcontent,includinglandingpagesandfreereports.Basedonextensiveresearch,implementation,andaccuratemetrics,ourthoroughprocessmeetstheneedsofGoogle’ssearchalgorithmwhileincreasingyourwebsite’sbottomline.

•Blogging, Social Media & User Generated Content: You Can Do It All:BloggingandSEOgohand-in-hand.Discoverastep-by-stepprocessforoptimizingyourarticlesforsearchandlearnhowtoshareyourcontentthroughsocialmedia.Understandhowyourcontentcanbeusedtointeractwiththoughtleadersandsocialgurus.Thetipsandsourcesweprovideforblogging,socialmedia,anduser-generatedcontenthelpmakeaneditor’sjobeasierandhelpmaketheirtargetedwritingmoreeffective.

•Audience Development Analytics: Measuring What Matters:Knowingwhatshouldbemeasuredisasimportantasthestrategiesforbuildingyouraudience.Duringthisinteractiveworkshop,learnthefundamentalanalyticskeytoyourwebsite’ssuccess.Discoverhowtoextractandmanipulatedataassociatedwithyouraudiencedevelopmenteffortstohelpyouprioritizethetypesandformatsofcontentonyourwebsite.

PRE-CONFERENCE WORKSHOP OPTIONAL


TUES|9:00AM

TUES|11:00AM

TUES|1:30PM

TUES|3:30PM

AudienceDevelopmentSummit2012 4

BURNING QUESTIONS ROUNDTABLEOurroundtableswereahugehitatourlastSummit,butseveralattendeeshadahardtimechoosingjusttwotopics.Inresponsetothat,we’rechangingtheformatfortheAudienceDevelopmentSummit.Now,allSummitpanelistsandspeakerswillbeinthefrontoftheroomfor90minutes,facingtheattendeesandreadytoanswerquestions.

Inthisintimateenvironment,youcanaddressyourmostpressingconcernsandencourageanopendialoguebetweenattendeesandspeakers,ensuringthateveryonewalksawaywithalltheirquestionsanswered.

MODERATORS:EdCoburnandDonNicholas

FEATURED PANELISTS:AdamGoldstein,BrianRichards,ShermanHall,MichelleRutkowskiandCarlKravetz,withMequoda’sNancyHoranandMaryVanDoren

AUDIENCE DEVELOPMENT POWER PANELAverydiversegroupofexperiencednichemarketershaveagreedtositinthehotseatandsharetheirinsightsinthisAudienceDevelopmentPowerPanel.Theseexecutivesspanconsumer,nicheandbusiness-to-businessmarketsandwillstandreadytosharewhichaudiencedevelopmentstrategieshaveworked,whichhaven’t,andwhy.

You’lllearnaboutideasthatresultedinspectacularsuccessanddown-in-flamesfailure.Findoutaboutmissedopportunities—theprogramstheywishtheyhadimplemented(butdidn’t),andthetrendstheyseeredefiningtheindustrylandscape.

Noquestionistootoughandnotopictoocomplexfortheseintrepidpowerplayers.Askaquestion,sparkaconversation,andbringsomeofthepowerbacktoyourownteam.

MODERATORS:EdCoburnandDonNicholas

FEATURED PANELISTS:AndrewPalmer,GailOdenealandJeffLapin

4TH ANNUAL ROCKET AWARDSHonoringthefastestgrowingMequodaclientwebsite,our4thannualRocketAwardwillbepresentedtothewebsitethathasexperiencedthemosttrafficgrowthfromJuly2011toJuly2012–andthey’llbesharingwithyoutheirsecretstosuccess!Thisisanunprecedentedopportunitytogetinsideasuccessstory,dataandall.

Showcasingtheirdedicationandcommitmenttoprovidinghigh-qualitycontentandastrongcommunityfortheirmembers,previouswinnershaveincluded:

• Guideposts.org

• VidaySalud.com

• VibrantNation.com

Joinustofindoutthisyear’swinner!

INTERACTIVE HIGHLIGHTS

THURS|12:00PM

THURS|9:00AM

THURS|11:00AM

“ThenetworkingaspectoftheSummitsareasvaluableasthecontentofthepresentations.”Eric Mitchell,EditorialDirector,Blood-HorsePublications

www.mequodasummit.com AudienceDevelopmentSummit2012 5

OPENING KEYNOTE

DIGITAL MEDIA TRENDS 2013JohnSuhler,FoundingPartner&President,VeronisSuhlerStevenson

Nooneistrackingthedigitalpublishingindustry’sevolutioncloserthanJohnSuhler.

Comehearoneofthemediaindustry’smostsuccessfulpublishersgiveinsightonthestateoftheindustryandwhereit’sheaded.JohnSuhlerwillsharethelatestmediatrendsandupdatescomingfromtheVSSCommunicationIndustryForecast.Thisistop-rateinformationthatcompaniespaythousandsofdollarstosubscribetoannually.

JohnSuhlerhasbeenafriendoftheMequodafamilybeforetheMequodafamilyexisted.Manyknowhimasaninvestmentbankerandbroker;weknowhimasoneofthemostsuccessfulandtrustedpublishersintheindustry.Onceacirculationdirector,hisbackgroundcontinuestodrivehismetrics-drivenapproachtomarketing,audiencedevelopment,andthemanagementofhis$3billionmediaportfolio.Publishersnearandfarrelyonhisexpertise,includingthedatafoundintheacclaimedVSSindustrystudies.Itwouldbehardtomeetanexperiencedpublishingexecutivewhohasn’tsoughtadvicefromSuhleratsomepointintheircareers.

AFTERNOON KEYNOTE

USING CONTENT TO SELL CONTENTAndrewPalmer,VPMarketing,CabotHeritageCorporation

Whobettertolearntheopencontentmodelfromthanamarketerwho’sbeenusingitformorethanadecade?Howaboutlearningitfromtheguywhopioneeredit?

AndrewisbestknownforfoundingthepositionofPublisher/DirectorofWebMarketingforAgoraPublishing,waybackintheancientyearof2000.WeconsiderhimtheGodfatherofMequodabecauseoftheworkhedidinbuildingAgora’sTheDailyReckoning.ThemarketingstrategiesandonlinebusinessbuildingtechniqueshepioneeredatAgorahavebeenadoptedasindustrybestpractices.Gainuniqueperspectiveonusingfreecontenttobuildanaudience,andgethisinsightsonhowthecontentmarketingindustrywillevolveoverthenextdecade.

Asanindustrypioneer,Palmer’sworkhasbeensosuccessful,thatAgorarolledoutovertenopencontentportalsintheUSandinEurope.Andrew’smostrecentonlineventure,alongwithesteemedfinancialwriterTimothyLutts,isCabotWealthAdvisory,whichdeliverstop-notchinvestmentadviceto250,000readersworldwide.Comeandseeforyourselfwhymarketingprofessionalsworld-wideraveabout,andtrytomimic,Andrew’sexpertise.

KEYNOTE SPEAKERS

WED|9:00AM

WED|1:45PM

“Thisisrivetinginformation.Theprogramwasverywellorganizedandtherewasn’tamomentinwhichmyattentionfaded.It’saterrificgroupofpeople.Alongwithmy20pagesofnotes,Ihaveanimmediateto-dolistonmyhotelstationeryofthingsIcan’twaittoaccomplishnextweek.”Laura Carlsmith,ContentPartnerships|AudienceDevelopmentDirector,EatingWellMediaGroup


GAIL ODENEAL DIRECTOR OF MARKETING, PROGRAM ON NEGOTIATION AT HARVARD LAW SCHOOL

GailisresponsibleformarketingforallPONexecutiveeducationseminars,newsletters,booksandteachingmaterials.Sheisaseasonedprintandonlinepublishingindustryveteranwhohasworkedforcompaniesandinstitutionsinboththefor-profitandnonprofitsectors.PriortocomingtoPON,GailhandledallprogrammarketinganddevelopmentattheMuseumofFineArtsinBoston.GailhasalsoservedasChiefMarketingOfficer(andco-founder)forBlueDolphinMagazines,SVP/ConsumerMarketingforComputerworld,EVPofInstalledTechnologyInternationalandVP/DirectMarketingforIDGMarcom.Shehasagiftfororganizingcomplexinformationintoeasilyunderstoodparadigmsandisagifted

FEATURED SPEAKERS


JEFF LAPIN PRESIDENT, FARM PROGRESS

SincejoiningFarmProgress,JeffLapinhasledastrategictransformationofthecompanythathascenteredonthere-engineeringofitsexistingtitlesaswellaslaunchingnewpublicationstotargetedaudiences.Hehaspushedthecompanyintoelectronicmedia,includingradio,TVandtheWeb,creatingafully-integratedmediainformationplatform.Throughouthismorethan30yearsinspecial-interestconsumerandB2Bpublishing,Lapinhasmanaged,launchedandacquiredseveralsuccessfulpublicationswithatrackrecordforadvertisingandcirculationgrowthandprofitability.HeisamemberoftheNationalAgriMarketingAssociation,theAuditBureauofCirculations,theABMAgriCouncil,andservesontheboardsoftheNewYorkFarmShow,andAmericanBusinessMedia.

SHERMAN HALL PRESIDENT, FARM PROGRESS

ShermanHallistheManagingDirectoroftheCeramicPublicationsCompany.ThisincludesbeingEditorofCeramicsMonthlymagazineandCo-hostofCeramicArtsDaily.org,afullydeployedMequoda-modelwebsite.Hallhasledtheintegrationofcontentandstaffeffortsfromprinttodigitaltovideo.VideocontenthasbecomefoundationalcontentatCeramicArtsDaily,andrepresentshalfamilliondollarsinannualrevenue.

BRIAN RICHARDS MANAGING EDITOR, MOTLEY FOOL

BrianRichardsismanagingeditorofTheMotleyFool,whoseflagshipwebsiteattractsmorethan5millionreaderseachmonth.AgraduateofTheCollegeofWilliam&MaryandtheUniversityofChicago,BrianhascontributedcommentarytotheFool’snationallysyndicat-edradioshow,MotleyFoolMoney,andheco-authoredachapteroninternationalinvestingin2009’sThe Motley Fool Million-Dollar Portfoliobook.HelivesinWashington,D.C.,withhiswifeandtwokiddos.

CARL KRAVETZ PRESIDENT, CULTURAL ASSET MANAGEMENT

CarlJ.Kravetz,a27-yearveteranooftheU.S.Hispanicmarketingandcommunicationsindustry,isPublisherofvidaysalud.comÔandCEOofitsparentcompany,VidaySaludMediaGroupInc.

Vidaysalud.comisthelargestsourceofhealthinformationandwellnesstoolsinSpanishontheweb,with1.2millionUniqueUsersand2.7millionPageviewspermonth.Thesitein-cludescontentfromtheHarvardMedicalSchool,theMayoClinicandtheNaturalStandardResearchCollectiveaswellasoriginalarticles,updateddailyandcreatedespeciallytomeettheneedsofSpanish-speakingconsumersworldwide.VidaySaludalsopublishes15emailnewslettersonavarietyofhealthtopicsandhasannouncedthelaunchofaprintmagazine,fordistributioninphysicians’offices,withMeredithHispanicVentures.

FEATURED SPEAKERS


MICHELLE RUTKOWSKI ONLINE MARKETING DIRECTOR, EAGLE FINANCIAL PUBLICATIONS

MichelleRutkowskihasbuiltacareeroverseeingwebmarketingforleadingpublishersincludingConsumerReports,TauntonPress,GuidepostsandEaglePublishing.Shehasbeenakeyfigureindevelopingonlinecustomeracquisitionandonlinesubscriptionmarketingstrategiesfornearly30years.Michelleisaregularspeakeratindustryeventsoncutting-edgewebmarketingforpublishers.

ADAM GOLDSTEIN PUBLISHER, BUSINESS MANAGEMENT DAILY

AdamP.GoldsteinisthePublisherofBusiness Management Daily.Thisishissecondgo-roundwiththecompany,havingservedastheirMarketingDirectorinanearliermillennium.Business Management Dailyproducesnewsletters,e-letters,books,reports,CDs,DVDs,subscriptionwebsites,andover130webinarsannuallyintheareasofhumanresources,leadership,andofficeadministrationandtechnology.AdamhasalsoworkedatTelecom-municationsReports,FoodChemicalNews,EliResearch,andtwostintsatBusinessPublish-ers–hissecondaspublisherandmajorityownerfrom2005to2006.HealsospentsevenyearsasprincipalofMarketSmart(amarketingconsultancy),andastheownerofasmallcompanypublishingenergyandenvironmentalnewsletters.Adam’sarticleshaveappearedinindustrypublications,andhehasspokenatregionalandnationalconferences.

LEVERAGING DIGITAL VIDEO: DRIVING TRAFFIC, DRIVING SALES

Videocontenthastakendigitalaudiencesbystorm,withalmost85%ofInternetusersviewingonlinevideoatanaverageof6minutespervideo.Publisherscapitalizingonthisgrowingtrendneedtoun-derstandallfacetsofproducing,sellingandmarketingvideo–fromthelogisticstointegrationofcon-tenttohowtobundleandpackagetheircontentforstrongerviewershipandsales.We’llreviewsomevideobasics,andtakeadeepdiveintotheactualstrategiesusedbytoday’stopvideopublishers.CASE STUDIES

•Ceramic Arts Daily:Whenyou’resuccessfulwithvideo,moreproductsequatestomorerevenue.Inneedofmoreproductsandwantingtoavoidoutsourcingvideoproductiontothirdparties,Ceramic

Arts Dailycreatedtheirownproductionstudioandsawanimmediatereturnoninvestment.Discoverthedistributionandsalesstrategiesthey’vebeenusing,andthestatsbehindVideoFridays–ahugetrafficandrevenuedriverfortheorganization.

ROUNDTABLE DESCRIPTIONS

WED|10:00AM

“Mequodaissimplythebestatcontentmarketing.They’realwaysontopofthelatesttrendsandtechnology.TheSummitistheperfectmixoflong-termstrategy,immediatelyactionabletacticsandverypowerfulnetworking.”Kathy McCabe, Publisher,DreamofItaly


“Goodstuff.Mequodaalwaysprovidesup-to-the-minuteinformation.It’sgreattospendtimewithlike-minded,forward-thinkingpublishersandinformationproviders.”Charlie Spahr,CEO,CeramicPublicationsCompany

ROUNDTABLE DESCRIPTIONS CONTINUED

LANDING PAGE OPTIMIZATION: WHY, HOW & WHAT TO TEST

We’veallheardthattestingiskeytodigitalmarketingsuccess,yetmostofusdon’tdoit.Thismasterclasswillgiveyouthetoolsneededtoleapinanddiscoverhoweasyitcanbeforyoutotestandexpe-rienceliftsinresponserates.We’llfocusonlandingpagesthatexisttoconvertvisitorsintosubscrib-ers.Whetheryoucallthemrapidconversionlandingpages,email-capturepagesorname-squeezepages,thisseriesofcasestudieswillshowyoutheformats,copychangesandofferlanguagesthatworkbest.CASE STUDIES

•Mequoda::Mequoda’sownwebsiteisthehubforallofthecompany’saudiencedevelopmentandclientacquisitionactivities.Itdrawsanaverageof12,500uniquevisitorsand61,500pageviewseachmonth.ItalsoservesasMequoda’stestinggroundforidentifyingandperfectingbestpractices.TheMequodaRapidConversionLandingPage,orRCLP,reachesitshighestsuccessratewithalandingpageforafreereport,Building Subscription Websites: The 9 Most Profitable

Subscription Website Business Models.Thispageaverages441monthlyarrivals,with143conversionsfora33.7%conversionrateeachmonth—untilwetestedtwoseparateelementswithGoogleContentExperiments.Findoutwhatwetested,howtheresultssurprisedus,andwhatwethinkofthenewContentExperimentsasareplacementfortheoldGoogleWebsiteOptimizer.

•The Motley Fool:The Motley Foolisamultimediafinancial-servicescompanywithaworld-classonlineinvestingcommunity.Reachingmillionsofpeopleeachmonththroughitswebsite,The

Motley Fooloffersanenviabletestingenvironmentandthey’veseenalotofsuccessintestingandusingvideo-basedlandingpagestoenticevisitorstobecomesubscribers.Discovertheimpactvideohashadontheirconversionratesandrevenue-basedmetrics.

WED|11:15AM


“Thisisamust-attendseminarforanyonlinepublisherlookingtogrowtheirbusiness.Youwillleavewithnecessary,deployabletools.Ifyouonlymakeoneconferenceinvestmentthisyear,makeMequodaSummittheone.”Bruce Seide,President,PhoenixMarketingGroup


EMAIL NEWSLETTER MARKETING: OPTIMIZING EMAIL PERFORMANCE

Emailisanextremelydiverse,multi-facetedmarketingchannel-andarguablyoneofthebestdigitalrevenue-driversavailabletoday.Frombuilding,cleaningandsegmentingliststowritingandtestingcreativethatactuallysells,there’salottomanageinordertogetemailnewslettermarketingtoworkforyou.Discoversomeofthetechnicalitiesassociatedwithproducingahigh-performingnewsletter,findouthowtoensureyouremailsgetthrough,andlearnhowtwopublishersareusingthechanneltoengageprospectsandincreaserevenuesandprofits.CASE STUDIES

•Vida Y Salud:Whilemanypublishersthinktheyshouldoffertopicsegmentationontheiremailnewsletters,theyoftendoitforthewrongreasons.DiscoverhowCarlKravetz,publisherofindustry-leadingSpanish-languagehealthwebsiteVidaySalud.com,usessegmentationtointegrateonlineadvertisingintohis100%sponsor-drivenemailnewsletter.LearnthemetricsCarlmonitorsforsuccessanddiscoverhowyoucanbuildaprofitable,sponsor-supportedemailnewsletterthatisadoredbyyourconsumers.

•Eagle Publishing:Giventheabilitytoeffectivelymeasurethesuccessofpay-per-clickadvertising,manypublishersusethischanneltobuildtheiremailfile.Inaclassictrade-offofgivingawayafreereportinexchangeforanemailaddress,learnwhichlandingpageoutperformedtheothersinacquiringthemostemailnamesforEaglePublishing.Wasitastatictext-basedcollectionpage,ashortvideocollectionpage,oralongervideocollectionpage?Theresultsmaysurpriseyou–andguideyouonyournextemailacquisitioneffort.

WED|2:45PM


“Ifyouwanttomakemoremoneyonlineandacquireallthetoolstomakeithappen,listentoMequoda.”Chuck McCullagh,formerSeniorVicePresident,MagazinePublishersofAmerica


MARKETING DIGITAL SUBSCRIPTIONS: WEBSITES, TABLETS & BEYOND

Notopicwillcreatemoredisagreementthanhowtopricedigitaltabletsubscriptionsincombinationwithothermediaofferingthesameorsimilarcontent.Inthismasterclass,wewillshowyouthecom-parativepricingstrategiesbetweenthreemajorpublishers.Youwilllearntheprosandconsofeachstrategy,whytheymaylast,andwhytheymayfail.Ourinsightwillhelpyougatherthemarketingpolicyanddeliverytechnologythatisrightforyourpublishingbusiness.Plus,findoutabouttwopublishersmarketingtworadicallydifferentsubscriptionproductsandlearnwhat’sworkingforthem.CASE STUDIES

•The HR Specialist : The HR Specialist familyofproducts(www.TheHRSpecialist.com)helpsHRprofessionalsquicklyresolvetheirdailychallenges,deliveringeverythingfromstate-specificemploymentlawtocompensationandbenefits.TheHR Specialist productsincludeanall-inclusivesubscriptionWebsite,printnewsletters,specialreports,webinars,readerforums,freee-lettersandablog.Themembers-onlysectionoftheHR SpecialistwebsiteiscalledHRSpecialist:PremiumPlus,apaid,comprehensiveonlinepackageofnewslettercontent,downloads,andservicestofulfilltheircustomers’informationneeds.Findoutdirectlyfromthemanwho’simplementingtheiroverallproductstrategyandmarketingapproachhissuccessesandfailures,whathe’lldoagainandwhathewisheshe’ddoneinstead.

•Biblical Archaeology Society:Biblicalarchaeology.orgisaMequodaWordPressCMSwebsite.WiththeMequodaServicesteam’shelp,theSocietyhasrecentlydramaticallyincreaseditssubscriptionproductstoincludeaprintmagazine,Biblical Archaeological Review,asubscriptionwebsiteforBAR,digitalsubscriptionsavailableontheAppleplatformandanewlibraryarchivewebsite.FindoutexactlyhowMequodaandBASachievedthislarge-scaleenhancement,whatchoicestheyfacedonpricing,websitearchitecture,andmarketing,andwhatearlyreturnsareshowingfromtheircustomers.

WED|4:00PM


ABOUT THE VENUE

JoinfellowseniorexecutivesandentrepreneursattheAudienceDevelopmentSummit,October23-25,2012attheMcGrawHillConferenceCenterinNewYorkCity.

ConvenientlylocatedatthefamedRockefellerCenterintheheartofmidtownManhattan,theMcGrawHillConferenceCenterfeaturesbreathtakingskylineviews,outstandingcuisine,andstate-of-the-artmeetingfacilities.

DIRECTIONS

Bycar:TheentrancetotheMcGraw-HillConferenceCenterislocatedon49thStreet,justoffof6thAvenue.GMCParkingGarageislocatedat148West48thStreet(between6thAve&7thAve).

Bytrain:YoucanreachtheMcGraw-HillConferenceCenteratRockefellerCenterusingtheN,R,andWtrainsaswellastheB,D,F,andVtrains.Youmayalsotakethe1train.

Byplane:ClosestairportstotheMcGraw-HillConferenceCenterareJFKInternationalAirport,LaGuardiaAirportandNewarkLibertyInternationalAirport.

CONTACT THE VENUE

McGraw-HillConferenceCenter12216thAvenue,2ndFloorNewYork,N.Y.,10020(212)512-4560

conferencecenter.mcgraw-hill.com

ABOUT THE VENUE


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AUDIENCE DEVELOPMENT SUMMIT 2012 OCTOBER 23-25, 2012 MCGRAW-HILL CONFERENCE CENTERNEW YORK, NY REGISTRATION INFORMATION Program fees

•$1497perperson|Registertwoormorepeopleandpayjust$997each Three easy ways to register•Registeronlineatwww.mequodasummit.com•Call(866)713-1005from9a.m.–5p.m.ET,anybusinessday•Completeandreturntheregistrationformbelow(Downloadadditionalformsandbrochuresatwww.mequodasummit.com)

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